To coincide with the Caribbean Premier League (CPL) 2017 schedule, and to boost engagement and interaction both online and in-app, mobile communications and entertainment provider, Digicel, is providing cricket fans with a quiz activation, paired with an entertaining, customizable meme generator.
MARKETING CAMPAIGN OBJECTIVES
- Drive downloads and repeat usage of the My Digicel self-service smartphone app
- Reach and engage the average cricket fan rather than the cricket experts
- Inspire campaign social sharing across Twitter and Facebook
Promoted through its CPL Fanzone page and social media, Digicel has launched an entertaining quiz for cricket fans, where they can find the answer the ultimate question ‘Which CPL Player Are You?’. From choosing how frivolously they would spend their prize money, to deciding on their dream vacation once the season comes to an end, the 5-question quiz takes readers through a series of fun, lighthearted questions.
On completion of the quiz, participants are required to tick the terms and conditions box before submitting their results, in return for the chance to win tickets to CPL matches. Fans are then provided with a description of the CPL player they are most similar to based on their quiz responses. Quiz participants are then encouraged to share their result through Twitter and Facebook using the hashtag #cplplayer to maximize campaign reach.
MEME GENERATOR SOLUTION
To accompany the quiz, Digicel used Wayin to create and publish a customizable meme generator activation, ‘Rep Your CPL Team’, where users are required get involved through the My Digicel App. Participants can choose their CPL team logo, and can get involved by uploading the selfie they wish to customize and decorate using their chosen team’s theme colors. From colorful face paint, to a selection of stickers, fans can create the ultimate image to show their friends just how much CPL passion they have. And after submitting their image, fans are encouraged to share their unique creation through Twitter and Facebook.
“The Caribbean Premier League is the biggest party in sport, and we really wanted to reach our customers beyond the stadium and engage the average fan who enjoys the fun and the atmosphere. It was also important for us to ensure that our sponsorships are working for us to help drive our commercial objectives and improve our overall customer experience. The Wayin platform allowed us to easily achieve our objectives by integrating seamlessly into our Smartphone app.”
– Jonathan Donovan, Head of Digital Media, Digicel
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